Perceptions of Handbills as a Promotional Medium: An Exploratory Study

Yuen Sze Man and Gerard Prendergast

A handbill (i.e., a leaflet distributed by hand) is a form of advertising especially common in high-traffic pedestrian districts.

Perceptions of Handbills as a Promotional Medium: An Exploratory Study

Gerard Prendergast School of Business, Hong Kong Baptist University

Yuen Sze Man School of Business, Hong Kong Baptist University

INTRODUCTION

The first problem that arises in doing research on handbills involves trying to classify handbills in the marketing communications mix. The literature has no clear definition of a handbill. For the purpose of this article, therefore, we define handbills as a medium in which information about a product, service, or company is printed on a single sheet of paper or in a small brochure and distributed (by hand)...

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